Abdul Latif Jameel Motors, the distributor of Toyota vehicles in Saudi Arabia, has launched a heartwarming Ramadan campaign titled “Iftar Is Always Better Together.” Developed by Serviceplan Arabia, the campaign highlights the values of generosity, community, and togetherness that define the holy month.
At the centre of the campaign is a comedic yet meaningful film set along Al Khobar’s Corniche in Dammam, directed by Abdullah Khamees of production house DeJaVu. The story unfolds as two groups of men preparing to break their fast notice a lone stranger sitting quietly by the sea. Moved by the spirit of Ramadan, both groups compete to invite him to join their iftar.
What begins as a friendly rivalry filled with witty exchanges soon transforms into a moment of reflection. As the playful debate intensifies, the eldest member of the group steps in to remind everyone of Ramadan’s deeper meaning—generosity and compassion. The message resonates, and the two groups ultimately come together, sharing iftar collectively and turning the moment into a celebration of unity.
Filmed against the scenic backdrop of Al Khobar’s seaside corniche, the campaign pays tribute to Saudi culture while authentically portraying everyday communal life during Ramadan. By shifting away from the typical family-centric narrative often seen in Ramadan advertising, the campaign instead focuses on the broader social fabric of the holy month—how strangers, friends, and communities come together to share moments of generosity.
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Through its warm storytelling and cultural authenticity, “Iftar Is Always Better Together” reinforces the idea that Ramadan is not only about breaking fast, but about strengthening bonds and creating shared memories that last far beyond the evening meal.
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Agency Credits:
Agency: Serviceplan Experience
Client: Abdul Latif Jameel Motors (Toyota)
Managing Partner: Rami Hmadeh
Client servicing: Ramy Abdel Rehim, Khaled Hakim, Ayman Fouda
Agency Head of Production: Oussama El Rashid Hicham Soubra
Executive Creative Director: Saleh El Ghatit
Creative Director: Sameer Suri
Art Director: Radhi Raut
Arabic Copyrwriter: Fatima Sanba
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